STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN BRAND AWARENESS DESA WISATA HIJAU BILEBANTE KABUPATEN LOMBOK TENGAH

SUHAELI, . (2025) STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN BRAND AWARENESS DESA WISATA HIJAU BILEBANTE KABUPATEN LOMBOK TENGAH. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB I.pdf Download (544kB)
	Text BAB II.pdf Restricted to Registered users only Download (497kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (422kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (2MB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (282kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (277kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengeksplorasi strategi digital marketing yang diterapkan oleh Desa Wisata Hijau Bilebante, Kabupaten Lombok Tengah, dalam meningkatkan brand awareness. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus, melibatkan wawancara mendalam dengan pengelola desa wisata, pemerintah desa, dan wisatawan, serta observasi dan analisis dokumentasi. Hasil penelitian menunjukkan bahwa Desa Wisata Hijau Bilebante memanfaatkan berbagai platform digital seperti Website, Google My Business, dan media sosial (Instagram, Facebook, TikTok, YouTube, WhatsApp Business). Implementasi strategi digital marketing dilakukan secara sistematis mengikuti model AIDA (Attention, Interest, Desire, Action), mulai dari menarik perhatian melalui konten visual menarik dan kolaborasi, membangun minat dengan konten edukatif dan interaksi, menumbuhkan keinginan melalui testimoni dan pesan emosional, hingga mendorong tindakan melalui kemudahan akses informasi dan reservasi. Faktor pendukung keberhasilan meliputi SDM muda yang melek digital, dukungan pemerintah desa, dan kolaborasi dengan influencer. Sementara itu, faktor penghambat mencakup keterbatasan peralatan, anggaran promosi yang belum berkelanjutan, dan kurangnya sistem kerja tim yang terstruktur serta pelatihan formal. Disimpulkan bahwa strategi digital marketing yang komprehensif dan adaptif telah berkontribusi signifikan terhadap peningkatan brand awareness Desa Wisata Hijau Bilebante, meskipun optimalisasi lebih lanjut pada aspek sumber daya dan manajemen strategis masih diperlukan. Kata Kunci: Strategi Digital Marketing, Brand Awareness, Desa Wisata, AIDA, Bilebante. ***** This research aims to explore the digital marketing strategies implemented by Bilebante Green Tourism Village, Central Lombok Regency, to enhance brand awareness. This study employed a qualitative method with a case study approach, involving in-depth interviews with tourism village managers, village government officials, and tourists, as well as observation and documentation analysis. The findings indicate that Bilebante Green Tourism Village utilizes various digital platforms such as its Website, Google My Business, and social media (Instagram, Facebook, TikTok, YouTube, WhatsApp Business). The implementation of the digital marketing strategy systematically follows the AIDA (Attention, Interest, Desire, Action) model, starting from capturing attention through engaging visual content and collaborations, building interest with educational content and interaction, fostering desire through testimonials and emotional messaging, to encouraging action via easy access to information and reservations. Supporting factors for success include digitally literate young human resources, village government support, and influencer collaborations. Conversely, inhibiting factors comprise limited equipment, a non-sustainable promotion budget, and the lack of a structured teamwork system and formal training. It is concluded that a comprehensive and adaptive digital marketing strategy has significantly contributed to increasing the brand awareness of Bilebante Green Tourism Village, although further optimization in resource aspects and strategic management is still necessary. Keywords: Digital Marketing Strategy, Brand Awareness, Tourism Village, AIDA, Bilebante.

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M 2). Dr. Osly Usman, S.E., M.Bus
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Suhaeli .
Date Deposited:	31 Jul 2025 07:44
Last Modified:	31 Jul 2025 07:44
URI:	http://repository.unj.ac.id/id/eprint/57143

Actions (login required)

View Item